Is North Devon’s tourism strategy the key to supporting local businesses?

North Devon is pulling out all the stops to give tourism the best chance as it approaches its tourist season. 

One person preparing for the crucial months ahead is Rick Turner, owner of The Big Sheep, who describes tourism as the “lifeblood” of North Devon’s economy, drawing in visitors with high disposable income to a “relatively poor part of the country.”

Attractions like his, along with local restaurants and country pubs, depend on these visitors to generate much-needed revenue. 

With English Tourism Week running from 14 to 23 March, the industry is taking a moment to reflect on its significance. 

However, Rick sees it as less about immediate footfall and more about building momentum for the months ahead.

“For us, it is more about promoting for the future season rather than attracting people out during this spring week,” he said.

One of North Devon’s biggest challenges, he argues, is the lack of a coordinated marketing strategy to position itself as a top destination. 

He explained that nlike the English Riviera, which benefits from a Tourism Business Improvement District (TBID) to fund marketing campaigns, North Devon relies on individual businesses and organisations to promote the area.

Rick believes that a similar scheme could help drive visitor numbers, but he’s sceptical about whether local councils would back such an initiative.

“I would love to see this, but it needs backing and commitment from the two councils, which I don’t think will ever happen,” he added.

While tourism is undoubtedly a pillar of North Devon’s economy, it also raises wider questions about sustainability. 

The influx of visitors brings economic benefits, but it also fuels concerns among residents about congestion, second-home ownership pushing up house prices, and the strain on local services during peak months.

The North Devon Economic Strategy, a five-year plan developed in collaboration with North Devon Council and Torridge District Council, aims to create a more dynamic, year-round tourism industry. 

With domestic tourism rates showing signs of slowing after post-Covid recovery, the strategy seeks to boost business tourism and diversify the visitor economy.

Kelly Brend, the sales and marketing director of the Brend Collection, a group of hotels operating year-round across Devon and Cornwall, believes that business tourism will play a significant role in benefiting North Devon. 

Since 2023, Kelly has been actively working in the business tourism market, including travelling to the United States in collaboration with Visit Britain to promote the region. 

She is working closely with North Devon Council and Torridge District Council to develop and promote business tourism initiatives, aiming to create a stronger, unified approach to attracting business visitors. 

Kelly is focusing on showcasing North Devon's unique offerings, including its manufacturing sector, pharmaceutical companies, agricultural industry, and green maritime initiatives, which she believes provide compelling reasons for businesses to choose North Devon as a destination. 

“We need to attract business tourists to the area because they spend more money. It's as simple as that,” Kelly said. 

“They spend more per head. They use the local shops more. They use more of the facilities. And it's not just about my business, it's about the whole area.”

Kelly also mentioned the potential for “blue-sky thinking” in North Devon’s distinctive venues, suggesting they could market unconventional or inspiring locations for business events such as product launches and retreats. 

Additionally, Kelly’s team is collaborating with travel providers like GWR to improve transport links between major hubs like London and North Devon, making it easier for business travellers to reach the area.

“If we can bring the business tourism in, ultimately we'd hope to keep the skill set within North Devon,” she said.

“If we've got decent businesses here, and the way that the businesses will come to the area is by us exposing the area through the likes of business tourism.”

Visitors to North Devon and Torridge already play a huge role in the local economy, with over 4.5 million people visiting the area each year, contributing more than £350 million. 

The councils hope to build on this by promoting business tourism, attracting conferences and trade fairs to the region, and ensuring North Devon and Torridge’s natural assets continue to be a national leader in nature tourism.

The strategy outlines several key objectives, including:

• Developing business tourism by promoting North Devon as a conference and event destination.
• Strengthening the work of the Nature Tourism Officer to better connect local businesses with sustainable tourism initiatives.
• Seeking funding for North Devon+ to provide specialist business support for the visitor economy.
• Delivering capital grant schemes through the Rural England Prosperity Fund to encourage investment in decarbonisation.
• Improving transport and digital connectivity to remove barriers for tourism businesses.

The visitor economy is also supported by year-round facilities such as Ilfracombe Watersports Centre, North Devon Wake Park, local leisure centres, and indoor and outdoor skate parks. 

The councils aim to enhance these offerings and ensure that local towns each develop their own distinct marketing plans as part of a wider regional vision.

In addition, the strategy highlights the importance of thriving town centres in strengthening North Devon’s tourism sector.

Councillor Ken James, Leader of Torridge District Council, said:“Plans for a year-round and diverse visitor economy form a key part of North Devon and Torridge’s Economic Strategy.  The North Devon UNESCO Biosphere which was set up by Torridge and North Devon District Councils, plays a pivotal role in driving the local nature tourism agenda.  Tourism has a unique role to play in preserving and protecting the area’s natural resources to maintain its attractiveness and long-term sustainability.  We have some of the darkest skies in the UK, which need to be protected, promoted and enjoyed.  In addition, we are also lucky to have a fantastic coastline with world-class surfing beaches.  Our strategy aims to protect and enhance the surfing eco-system, whilst protecting the communities that surround these coastal areas.  Our heritage provides a truly inspiring and unique tourism offer, one that we are focused on looking to develop and protect for both our residents and visitors alike.”

Attracting more visitors to town centres is seen as a key factor in building a year-round visitor economy and preventing further decline. 

The councils aim to shape vibrant, dynamic town centres with a strong evening economy that celebrates local produce and food heritage. 

By making these areas more attractive to residents and the local workforce, they hope to create an environment that naturally draws in tourists.

Data from the strategy shows that the average spend per trip varies significantly: domestic visitors spend an average of £262, international visitors spend £927, and business delegates from Europe spend around £990. 

For those extending their trips for leisure, as 87 per cent of overseas business delegates do, spending can reach an average of £1,942.

Striking a balance between growth and sustainability remains a challenge. 

As English Tourism Week approaches, the conversation around North Devon’s visitor economy feels more relevant than ever. 

Can the region find a way to market itself more effectively while ensuring tourism works for both businesses and the community?